Piccolo, the UK’s fastest growing baby and toddler brand, has kicked off a duo of marketing activity with adverts on Sky and an out-of-home campaign all focused on its launch into the formula category.
Aiming to steer away from the stereotypical milk adverts that consumers expect and to show the realities of everyday parenting, the TVC spot pushes the boundaries in terms of advertising to parents.
Kane, Co-Founder and Creative Director, says:
“Just like all our other campaigns and product designs, we wanted to do things differently and challenge the status quo of both milk and parenting adverts. We wanted something more upbeat and current that resonates with our audience, to celebrate diversity and to convey a clear message that parenting is personal, an idea which is emphasised by saying ‘It’s up to you and no one else how to feed your baby’.”
The 30 second spot meets these aims by showing a variety of different family constructs representative of the UK, as well as including both bottle feeding and breastfeeding; by doing this, the advert powerfully combats the notion that there is a right way to parent.
Supporting its new organic formula milk which launched earlier this year, Piccolo used the adverts to instil a sense of trust and credibility in a sector which has typically been dominated by larger, established brands.
The family-owned challenger brand launched the activities simultaneously after winning competitions with Sky AdSmart and Clear Channel and seized the opportunity to reach more parents and change their perception with above the line activity, even living up to their challenger brand status by turning the entire advert from inception to delivery around in just days.
Founder, Cat Gazzoli, says:
“Piccolo was brought to life by Kane at my kitchen table since day one and he has designed every product with such freshness and artistry, so it’s really exciting to now be launching our first TV and out-of-home ads under his direction.”
The adverts are in conjunction with other planned media activity – which aims to drive credibility and trust in the new premium formula containing just the right balance of nutrients, developed by experts with 35 years’ experience in infant nutrition – and the beginning of more TV advertising to come in the future.
The out-of-home ad locations include Brighton & Hove station, Ealing station and Centre MK.
Important Notice: Breastfeeding is best for your baby. Piccolo Follow On Milk is only suitable for babies over 6 months, as part of a mixed diet. It should not be used as a breastmilk substitute before 6 months. Use on the advice of a healthcare professional.